Communication et marketing en santé publique

Abstract

Communication and social marketing to promote public health must be approached with the same level of scientific rigor as is employed for other prevention activities. The extremely rapid developments taking place in the audiovisual landscape, with the merging of IT and media, the proliferation of screens and their portability, offer a multitude of opportunities for personalized interaction, representing potential sources for optimizing effectiveness. The challenges now are to ensure successful integration with initiatives on the ground and to exploit these communication and social marketing capacities to target individuals and their social networks, as well as help improve their living environment.